National Mango Board · 2024 Annual Report
Making Mangos a Grocery Staple
Despite climate-driven supply challenges, 2024 delivered a record $513M in whole-mango retail sales, the launch of the “Taste the Joy” tagline, and a Disney·Pixar partnership that brought mangos to millions of new fans.
Download the full 2024 Annual Report (PDF)
Complete report including board leadership, program detail, and audited financial statements.
By the Numbers
The 2024 Mango Year at a Glance
Headline results from the National Mango Board’s 2024 program year, covering supply, retail performance, and consumer engagement.
2024: The Year of “Taste the Joy”
The NMB launched its new consumer tagline and teamed up with Disney and Pixar’s Inside Out 2 — pairing the happiness of the film with the vibrant taste of mangos through national advertising, in-store displays, and a premiere giveaway.
Leadership Messages
Messages from the Executive Director and Chairman
Working Together to Move Our Programs Forward
Executive Director Ramon Ojeda reflects on a year of resilience — despite climate-driven supply challenges, the NMB delivered state-of-the-art promotions and research, partnered with the Walt Disney Company and college sports franchises, and refreshed its strategic intent with a new mission, vision, and five targeted strategic pillars for 2024–2026. His message to the industry: our success is a direct consequence of working together as a united industry.
A Taste of Success: Mango’s Expanding Role in the American Diet
Board Chair Albert Perez frames 2024 as proof that mango has grown beyond its traditional cultural associations to become a year-round staple in American households. He credits strategic marketing, retail partnerships, nutrition research, and digital initiatives — and thanks board members, staff, growers, importers, and partners for the momentum carrying the industry forward.
“Around here, however, we don’t look backwards for very long. We keep moving forward, opening up new doors and doing new things… because we’re curious and curiosity keeps leading us down new paths.”
— Walt Disney, quoted by Executive Director Ramon Ojeda in the 2024 report
Volume & Value
U.S. Mango Supply, Imports, and Retail Performance
Mexico, Peru, Ecuador, Brazil, and Guatemala remain the top five exporting countries to the U.S. market. While weather impacts trimmed 2024 volumes, retail dollars set a new record — a sign of mango’s strengthening position at the register.
| Year | Retail volume (units) | Retail dollars | $ per store per week |
|---|---|---|---|
| 2021 | 392M | $420M | $256 |
| 2022 | 402M | $487M | $300 |
| 2023 | 404M | $498M | $321 |
| 2024 | 373M | $513M | $324 |
Source: Nielsen Answers on Demand® Total US xAOC; USDA Market News & National Mango Board.
Strategic Priority I · Product Quality
Research Projects, Food Safety, and Sustainability
The NMB invested in projects focused on increasing fruit size and quality, optimizing production through irrigation, flowering, and weed-management research, and automating harvest and postharvest practices. Completed reports are published at mango.org/research.
The Board’s food safety training kit covers every stage of the mango supply chain, aligned with the FDA’s Food Safety Modernization Act — including videos, traceability guides, and FSMA Final Rule resources. The Mango Sustainability Program and Sustainability Manual help producers assess and reduce their environmental and social footprint.
Strategic Priority II · Marketing
Driving Impact and Engagement
New Tagline
Taste the Joy
Rooted in consumer research, the new tagline connected mangos to life’s happiest moments and was integrated across every 2024 campaign.
On the Road
The Mango Joyride
A mobile sampling tour brought fresh mango experiences, giveaways, and recipe inspiration to consumers in multiple states — driving foot traffic for retail partners.
Entertainment
Disney & Pixar’s Inside Out 2
A sponsorship through agency partner Augustine delivered national ads, in-store retail bins, and a premiere-ticket giveaway that lifted brand awareness and engagement.
Sports
Seminole Sports Partnership
Fresh mango promotions reached fans through sporting events, halftime shows, fan engagement activities, and in-game product placements.
Strategic Priority III · Consumer Education
Elevating Mango Education and Awareness
Digital campaigns aligned with key holidays and peak mango season — from Cinco de Mayo to back-to-school — with dedicated landing pages that drove purchase intent. A new mango.org launched in 2024, and the How-To video series became the year’s most-viewed content with over 158,000 views.
| Channel | Followers | Engagements | Impressions | Video views |
|---|---|---|---|---|
| 105,964 | 175,500+ | 12.98M+ | 1.21M+ | |
| 39,157 | 22,900+ | 3.73M+ | 192,700+ | |
| YouTube | 6,390 | 3,000+ | 1.12M+ | 213,000+ |
| 4,141 | 55,000+ | 4.79M+ | — | |
| TikTok | 4,141 | 5,000+ | 111,000+ | 111,000+ |
| 5,296 | 8,192+ | 61,612+ | — |
Health Experts
Nutritional Think Tanks
Two events in New Orleans gathered 21 registered dietitians, nutrition influencers, and retail nutritionists for workshops, cooking sessions, and strategy discussions.
Retail
Retailer of the Year: Big Y Foods
Selected from over 100 retailers nationwide for innovative displays, recipe suggestions, and educational content that elevated mango across their stores.
Foodservice
Campus Menus and Industry Events
University takeovers at UMass, Virginia Tech, and Michigan created 8+ mango dishes per campus, alongside presence at the National Restaurant Association Show, The Flavor Experience, IFEC, CAFÉ, and MISE.
Strategic Priority IV · Research
Health and Nutrition Research
Since the nutrition research program began, more than 30 peer-reviewed articles have been published on mango and cardiovascular health, diabetes, cognitive function, skin health, inflammation, gut health, and more. The 2024 program focused on populations with limited nutritional data on mangos — including pregnant and lactating women, children, athletes, and those with obesity or overweight.
Key 2024 results: 4 studies funded, 5 research posters presented at ASN Nutrition 2024, presentations reaching 200+ members of the scientific community, 4 research fact sheets, 1 peer-reviewed article published and promoted nationally, and public comments submitted for the Dietary Guidelines for Americans Scientific Report.
Strategic Priority V · Industry Relations
Growing, Connecting, and Thriving
Outreach
11 Extension Meetings, 7 Countries
In-person outreach across Brazil, Guatemala, Dominican Republic, Mexico, Peru, Ecuador, and Colombia connected the NMB with producers on the ground.
Education
9 Webinars and 5 Podcasts
From FSMA compliance to fresh-cut preservation and irrigation research — with podcast episodes reaching 95,543 downloads.
Market Data
Crop Report and MaVIS
The weekly Mango Crop Report reached 4,728 subscribers, while the Mango Volume and Inventory System tracked daily volumes with 12 participating importers (~41% of import volume) plus EMEX shipment data covering 50%+ of U.S. mango imports.
Financials
2024 Financial Summary
MKA CPAs and Auditors audited the National Mango Board’s financial statements as of December 31, 2024 and 2023, and found they present fairly, in all material respects, the financial position of the Board in accordance with U.S. GAAP. Program spending represented 91% of total expenses.
| Line item | Amount |
|---|---|
| Assessments (fresh) | $8,125,614 |
| Interest income | $367,019 |
| Total revenues | $8,497,633 |
| Marketing (68% of expenses) | $7,196,900 |
| Research (23% of expenses) | $2,373,660 |
| General and administrative (9%) | $946,785 |
| Total expenses | $10,517,345 |
| Net assets, end of year | $8,293,838 |
Full audited statements are included in the PDF report.
Read the Complete 2024 Annual Report
Board of directors, program details by strategic priority, and full audited financial statements.
Download the 2024 Annual Report (PDF)
The National Mango Board is an agricultural research and promotion program authorized by the Commodity Promotion, Research, and Information Act of 1996 (7 U.S.C. 7411-7425) and the Mango Promotion, Research, and Information Order (7 CFR 1206). The NMB is an instrumentality of the U.S. Department of Agriculture and receives oversight from the Agricultural Marketing Service, Specialty Crops Program, Market Development Division.